Revealing the People Defining Social Networks


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Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share.

As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.

Facebook, MySpace, Twitter, Yelp, and other online communities transformed the regimen and practice of marketing “at” people into an opportunity to engage and interact with us – on our terms. It is the zeitgeist of socialized media and it’s manifesting into an obsession for branding, advertising, “viral,” marketing, and communications experts and professionals worldwide.

But, the people who define each network are reticent to the hollow attempts of faceless friending and in-network marketing. Many businesses are building social channels to broadcast messages in a one to many, top-down practice that not only prevents relationship building, but impedes any hope of cultivating communities and empowering brand ambassadors.

As marketers, it’s your responsibility to peel back the layers of each network to observe and eventually interact with the very people you wish to reach. Each network possesses a vibrant culture and ecosystem that is powered by context and connected by influential social graphs.

While nothing beats anthropological fieldwork and observation, let’s take a look at numbers behind the top social networks to get a better picture of network engagement and user demographics.

Remember, it’s how you interpret these numbers combined with an understanding of the real world needs and experiences of the people you’re attempting to engage that determines the success or failure of your social media program.

They are not demographics, they are not statistics, they are not avatars, nor are they waiting with baited breath for you to friend or market at them and their network friends. This data represents whole numbers and is not representative of the individuals that are looking for resources and guidance, and in turn, will help you participate as a community member.

So, how will you use this information to engage more effectively and genuinely?

Data: August 2009
All stats are from Google Ad Planner unless otherwise noted

30-day traffic, (U.S., Worldwide)

Unique Visitors – 110 M, 370 M
Reach – 45.6%, 28.8%
Page views – 52 B, 160 B
Total visits – 3.1 B, 8.7 B
Avg visits per visitor – 28,23
Avg time on site – 20:00, 23:20s

Gender
Male: 43%
Female: 57%

Age

0 – 17: 18%
18 – 24: 7%
25 – 34: 14%
35 – 44: 20%
45 – 54: 24%
55 – 64: 12%
65 or more: 4%

Household Income

$0 – $24,999: 7%
$25,000 – $49,999: 22%
$50,000 – $74,999: 36%
$75,000 – $99,999: 18%
100,000 – $149,999: 12%
$150,000 or More: 5%

Children in Household

Yes: 36%
No: 64%

Education

Less than HS diploma: 22%
High School: 14%
Some College: 36%
Bachelors Degree: 20%
Graduate Degree: 8%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 1.2 M, 4.6 M
Reach – 0.5%, 0.4%
Page views – 31 M, 97 M
Total visits – 7.2M, 21 M
Avg visits per visitor – 6, 4.6
Avg time on site – 6:50, 6:50

Gender
Male: 48%
Female: 52%

Age

0 – 17: 3%
18 – 24: 7%
25 – 34: 20%
35 – 44: 36%
45 – 54: 16%
55 – 64: 14%
65 or more: 3%

Household Income

$0 – $24,999: 22%
$25,000 – $49,999: 29%
$50,000 – $74,999: 16%
$75,000 – $99,999: 20%
100,000 – $149,999: 8%
$150,000 or More: 5%

Children in Household

Yes: 11%
No: 89%

Education

Less than HS diploma: 4%
High School: 7%
Some College: 43%
Bachelors Degree: 32%
Graduate Degree: 14%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 9 M, 23 M
Reach – 3.9%, 1.8%
Page views – 230 M, 410 M
Total visits – 53 M, 98 M
Avg visits per visitor – 5.9, 4.2
Avg time on site – 7:30, 6:50

Gender
Male: 64%
Female: 36%

Age

0 – 17: 11%
18 – 24: 9%
25 – 34: 18%
35 – 44: 29%
45 – 54: 18%
55 – 64: 10%
65 or more: 4%

Household Income

$0 – $24,999: 14%
$25,000 – $49,999: 28%
$50,000 – $74,999: 25%
$75,000 – $99,999: 20%
100,000 – $149,999: 10%
$150,000 or More: 4%

Children in Household

Yes: 22%
No: 78%

Education

Less than HS diploma: 15%
High School: 10%
Some College: 39%
Bachelors Degree: 27%
Graduate Degree: 9%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 1.8 M, 4.6 M
Reach – 0.8%, 0.4%
Page views – 12 M, 28 M
Total visits – 3.9 M, 9 M
Avg visits per visitor – 2.1, 2
Avg time on site – 4:00, 4:10

Gender
Male: 41%
Female: 59%

Age

0 – 17: 8%
18 – 24: 5%
25 – 34: 14%
35 – 44: 25%
45 – 54: 30%
55 – 64: 16%
65 or more: 3%

Household Income

$0 – $24,999: 10%
$25,000 – $49,999: 23%
$50,000 – $74,999: 30%
$75,000 – $99,999: 20%
100,000 – $149,999: 12%
$150,000 or More: 6%

Children in Household

Yes: 19%
No: 81%

Education

Less than HS diploma: 9%
High School: 11%
Some College: 44%
Bachelors Degree: 24%
Graduate Degree: 13%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 19 M, 73 M
Reach – 8.3%, 5.7%
Page views – 1 B, 3 B
Total visits – 94 M, 280 M
Avg visits per visitor – 4.9, 3.8
Avg time on site – 8:00, 9:10

Gender
Male: 45%
Female: 55%

Age

0 – 17: 13%
18 – 24: 9%
25 – 34: 19%
35 – 44: 25%
45 – 54: 21%
55 – 64: 11%
65 or more: 3%

Household Income

$0 – $24,999: 12%
$25,000 – $49,999: 27%
$50,000 – $74,999: 29%
$75,000 – $99,999: 18%
100,000 – $149,999: 10%
$150,000 or More: 4%

Children in Household

Yes: 28%
No: 72%

Education

Less than HS diploma: 16%
High School: 11%
Some College: 41%
Bachelors Degree: 23%
Graduate Degree: 9%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 680K, 2.6 M
Reach – 0.3%, 0.2%
Page views – 16 M, 59 M
Total visits – 3.4 M, 12 M
Avg visits per visitor – 5.1, 4.6
Avg time on site – 8:00, 9:50

Gender
Male: 45%
Female: 55%

Age

0 – 17: 2%
18 – 24: 9%
25 – 34: 24%
35 – 44: 43%
45 – 54: 14%
55 – 64: 7%
65 or more: 2%

Household Income

$0 – $24,999: 30%
$25,000 – $49,999: 30%
$50,000 – $74,999: 15%
$75,000 – $99,999: 15%
100,000 – $149,999: 6%
$150,000 or More: 3%

Children in Household

Yes: 10%
No: 90%

Education

Less than HS diploma: 4%
High School: 4%
Some College: 52%
Bachelors Degree: 32%
Graduate Degree: 8%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 14 M, 31 M
Reach – 6.1%, 2.4%
Page views – 800 M, 1.4 B
Total visits – 85 M, 160 M
Avg visits per visitor – 6, 5.1
Avg time on site – 9:40, 9:00

Gender
Male: 50%
Female: 50%

Age

0 – 17: 3%
18 – 24: 3%
25 – 34: 16%
35 – 44: 31%
45 – 54: 28%
55 – 64: 16%
65 or more: 4%

Household Income

$0 – $24,999: 11%
$25,000 – $49,999: 18%
$50,000 – $74,999: 23%
$75,000 – $99,999: 23%
100,000 – $149,999: 16%
$150,000 or More: 10%

Children in Household

Yes: 10%
No: 90%

Education

Less than HS diploma: 4%
High School: 9%
Some College: 34%
Bachelors Degree: 37%
Graduate Degree: 16%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 570 K, 2.3 M
Reach – 0.2%, 0.2%
Page views – 7.4 M, 21 M
Total visits – 1.6 M, 4.6 M
Avg visits per visitor – 2.7, 2
Avg time on site – 5:40, 5:10

Gender
Male: 52%
Female: 48%

Age

0 – 17: 11%
18 – 24: 10%
25 – 34: 21%
35 – 44: 26%
45 – 54: 19%
55 – 64: 10%
65 or more: 2%

Household Income

$0 – $24,999: 17%
$25,000 – $49,999: 32%
$50,000 – $74,999: 24%
$75,000 – $99,999: 16%
100,000 – $149,999: 8%
$150,000 or More: 3%

Children in Household

Yes: 24%
No: 76%

Education

Less than HS diploma: 14%
High School: 10%
Some College: 48%
Bachelors Degree: 20%
Graduate Degree: 7%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 61 M, 120 M
Reach – 26.1%, 9.1%
Page views – 32 B, 39 B
Total visits – 1.2 B, 1.5 B
Avg visits per visitor – 19, 13
Avg time on site – 23:20, 21:40

Gender
Male: 36%
Female: 64%

Age

0 – 17: 34%
18 – 24: 10%
25 – 34: 12%
35 – 44: 16%
45 – 54: 19%
55 – 64: 7%
65 or more: 2%

Household Income

$0 – $24,999: 7%
$25,000 – $49,999: 39%
$50,000 – $74,999: 35%
$75,000 – $99,999: 11%
100,000 – $149,999: 6%
$150,000 or More: 2%

Children in Household

Yes: 57%
No: 43%

Education

Less than HS diploma: 32%
High School: 12%
Some College: 42%
Bachelors Degree: 10%
Graduate Degree: 4%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 5.6 M, 18 M
Reach – 2.4%, 1.4%
Page views – 250 M, 650 M
Total visits – 28 M, 74 M
Avg visits per visitor – 5, 4.1
Avg time on site – 11:40, 11:40

Gender
Male: 41%
Female: 59%

Age

0 – 17: 15%
18 – 24: 10%
25 – 34: 17%
35 – 44: 25%
45 – 54: 20%
55 – 64: 10%
65 or more: 3%

Household Income

$0 – $24,999: 13%
$25,000 – $49,999: 34%
$50,000 – $74,999: 28%
$75,000 – $99,999: 14%
100,000 – $149,999: 8%
$150,000 or More: 3%

Children in Household

Yes: 36%
No: 64%

Education

Less than HS diploma: 17%
High School: 10%
Some College: 48%
Bachelors Degree: 18%
Graduate Degree: 7%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 120 K, 380 K
Reach – 0.1%, 0.0%
Page views – 1.8 M, 5.1 M
Total visits – 340 K, 920 K
Avg visits per visitor – 2.8, 2.4
Avg time on site – 7:00, 8:00

Gender
Male: 52%
Female: 48%

Age

0 – 17: 6%
18 – 24: 13%
25 – 34: 23%
35 – 44: 34%
45 – 54: 16%
55 – 64: 6%
65 or more: 2%

Household Income

$0 – $24,999: 21%
$25,000 – $49,999: 31%
$50,000 – $74,999: 23%
$75,000 – $99,999: 16%
100,000 – $149,999: 7%
$150,000 or More: 3%

Children in Household

Yes: 22%
No: 78%

Education

Less than HS diploma: 9%
High School: 10%
Some College: 46%
Bachelors Degree: 28%
Graduate Degree: 7%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 4.2 M, 23 M
Reach – 1.8%, 1.8%
Page views – 32 M, 160 M
Total visits – 10 M, 51 M
Avg visits per visitor – 2.5, 2.2
Avg time on site – 4:50, 5:30

Gender
Male: 52%
Female: 48%

Age

0 – 17: 9%
18 – 24: 6%
25 – 34: 17%
35 – 44: 25%
45 – 54: 25%
55 – 64: 14%
65 or more: 3%

Household Income

$0 – $24,999: 13%
$25,000 – $49,999: 25%
$50,000 – $74,999: 27%
$75,000 – $99,999: 20%
100,000 – $149,999: 10%
$150,000 or More: 5%

Children in Household

Yes: 21%
No: 79%

Education

Less than HS diploma: 12%
High School: 11%
Some College: 40%
Bachelors Degree: 25%
Graduate Degree: 13%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 24 M, 66 M
Reach – 10.1%, 5.1%
Page views – 2.1 B, 4B
Total visits – 270 M, 550 M
Avg visits per visitor – 11, 8.3
Avg time on site – 12:10, 11:40

Gender
Male: 43%
Female: 57%

Age

0 – 17: 11%
18 – 24: 8%
25 – 34: 16%
35 – 44: 29%
45 – 54: 20%
55 – 64: 11%
65 or more: 3%

Household Income

$0 – $24,999: 13%
$25,000 – $49,999: 30%
$50,000 – $74,999: 27%
$75,000 – $99,999: 16%
100,000 – $149,999: 10%
$150,000 or More: 4%

Children in Household

Yes: 28%
No: 72%

Education

Less than HS diploma: 12%
High School: 9%
Some College: 47%
Bachelors Degree: 24%
Graduate Degree: 8%

via Quantcast (estimated, for June 2009)

Via Compete.com for June 2009
Unique Monthly Visitors: 1.4 M
Total Visits: 1.8 M

Via Quantcast for June 2009
Gender
Male: 45%
Female: 55%

Education
No College: 45%
College: 42%
Grad. School: 13%

Children in Household
Yes: 59%
No: 41%

Household Income
$0 – $30,000: 20%
$30,000 – $60,000: 28%
$60,000 – $100,000: 29%
$100,000+: 23%

Age
13-17: 7%
18-34: 34%
35-49: 32%
50+: 26%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 1.5 M, 4.6 M
Reach – 0.6%, 0.4%
Page views – 34 M, 73 M
Total visits – 6.1 M, 14 M
Avg visits per visitor – 4.1, 3.1
Avg time on site – 11:20, 9:50

Gender
Male: 34%
Female: 66%

Age

0 – 17: 12%
18 – 24: 15%
25 – 34: 22%
35 – 44: 26%
45 – 54: 15%
55 – 64: 8%
65 or more: 2%

Household Income

$0 – $24,999: 18%
$25,000 – $49,999: 35%
$50,000 – $74,999: 24%
$75,000 – $99,999: 13%
100,000 – $149,999: 7%
$150,000 or More: 2%

Children in Household

Yes: 34%
No: 66%

Education

Less than HS diploma: 16%
High School: 8%
Some College: 50%
Bachelors Degree: 19%
Graduate Degree: 6%

30-day traffic, (U.S., Worldwide)

Unique Visitors – 9.7 M, 11 M
Reach – 4.2%, 0.9%
Page views – 160 M, 160 M
Total visits – 33 M, 35 M
Avg visits per visitor – 3.4, 3.1
Avg time on site – 6:00, 5:30

Gender
Male: 43%
Female: 57%

Age

0 – 17: 6%
18 – 24: 5%
25 – 34: 17%
35 – 44: 27%
45 – 54: 27%
55 – 64: 15%
65 or more: 3%

Household Income

$0 – $24,999: 9%
$25,000 – $49,999: 18%
$50,000 – $74,999: 29%
$75,000 – $99,999: 19%
100,000 – $149,999: 16%
$150,000 or More: 8%

Children in Household

Yes: 15%
No: 85%

Education

Less than HS diploma: 8%
High School: 10%
Some College: 35%
Bachelors Degree: 32%
Graduate Degree: 14%

Via Compete.com for June 2009

Unique Monthly Visitors: 78 M
Total Visits: 459 M

Via Quantcast for June 2009

Gender
Male: 50%
Female: 50%

Education
No College: 48%
College: 39%
Grad. School: 13%

Children in Household
Yes: 43%
No: 57%

Household Income
$0 – $30,000: 20%
$30,000 – $60,000: 27%
$60,000 – $100,000: 27%
$100,000+: 27%

Age
13-17: 19%
18-34: 35%
35-49: 24%
50+: 19%

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  • http://hawkinson.cloudprofile.com ahawkinson

    Thank you for pulling all of this data together in one place. The labor challenge involved with listening and engaging with people in meaningful, appropriate ways is going to completely redefine the opportunity for marketing and communications professionals worldwide.

    I wonder how many people will be successful in making the transition vs. it being a different “DNA” that will thrive in the field…

    I also think that there is an enormous opportunity to build tools to make listening and engaging across all of these new communications channels more efficient.

  • http://twitter.com/cheddrmedia Cheddr Media

    Great to have all this data in one place! Interesting how the vast majority of networks skew female. Are men generally less social?

  • jakerosen

    Great having all these stats in one place. These general stats help determine the top-line information that you need to know, but doesn't reveal the culture of these technologies. I just hope people don't see that Ning or another platform is low on the traffic scale and immediately dismiss it as bad for their goals.

  • http://www.blogmuseupicassobcn.org/en Conxa Rodà

    Thank you for such a clear and rich display of data.
    Excellent material to study, digest and… act accordingly.
    3 quick reactions/sensations:
    a) interested in the gender gap on social networks
    b) surprised to see that the franges 35-44 and 45-54 are stronger than younger franges on most social networks, thus demythifying tyhat social networks are for the so called Internet Genmeration
    c) wished to see the lap from May to October 2009: these last 6 months, particularly in the institutons and organizations sphere, the increase has been dramatic
    Thank you again, I'll tweet it
    Conxa Rodà
    @innova2

  • http://twitter.com/DowntownWoman Diane Danielson

    Great information. It actually puts numbers to something that I've been assuming – that Facebook is the social network that best mirrors my company's target market's demographics. Seems we're focusing our efforts in the right area. Thanks for sharing. Consider this page bookmarked for future reference.

  • http://www.linkedin.com/in/steffenson Erica Steffenson

    Great data! I apologize if I missed it, but do you have a consolidated number for % of American adult Internet users who have a profile on an online social network site?

    Thanks in advance!

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  • http://twitter.com/jmarbach John Marbach

    Extremely useful insight on the demographics of social network usage! Take a look- http://j.mp/3sKFvo

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  • http://www.nileshbabu.com/ nileshbabu

    thx for pulling all the data together in one article!

  • mattarney

    Thank you for sharing such a wonderful input. This will help me in my future venture to marketing.

    New Life Marketing: http://mattarney.com

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  • http://www.honeybeeconsulting.com startabuzz

    Brian, echoing what others have said, this is a terrific resource. Great to have all of this information compiled in one place. I hope, too, that people are struck by what you said BEFORE the stats, or more to the point, HOW you said what you said. The legions of people represented in these statistics aren't sitting around waiting for us (or our clients) to market *AT* them. They're participating because they want to be a part of something, to come away having gained something of value. I hope that message gets through. Thanks for getting all of this together!

  • http://www.twitter.com/intrinzinc intrinzinc

    As you say, nothing beats anthropological fieldwork and observation, the demographics and volume of numbers allows to put things in perspective with offline media comparisons, which is a reasoning that can be misleading as @ahawkinson mentions, the real insight is about redefining opportunities – the numbers just confirm what we've believed for many years now. Great effort of yours to share.

  • http://commonground.edrnet.com/ Mark Wallace

    Brian – This is great data. When you look at the most widely known to the general population – Twitter, Facebook, and LinkedIn – more than 60% are over 35. Look forward to sharing that data with my community members and skeptics.

    @mwallcomm

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  • http://www.moneyonline.net/ Trond

    Hi Brian!
    Loves your dedication to social media!
    This post was extremely informative and interesting.

    I'm working on my social media marketing book at the moment and your work is confirming my work.
    I have been watching one of your seminars and as mentioned above I really admire your dedication!

    Sincerely,
    Trond – author @ Moneyonline.net

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  • 3dBloke

    It may be non-PC to say, but I wonder how much of the female activity is selling “services” like teeth whitening and the like (certainly have blocked a lot of such followers on Twitter).

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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